隨這時代快速轉變，無紙化的支付方式與大眾消費模式和關係變得更加密不可分，電子商務業者、科技業者、金融業者也隨著這股時代的潮流中，推出一種全新型態的支付方式 – BNPL(先買後付)模式，BNPL是Buy Now Pay Later的縮寫，有別於過往傳統支付方式，BNPL模式下，消費者可以先取得商品，後續再選擇要一次付清或是分期付款的繳費方式。
依據過去探討支付方式文獻研究內容提到，在使用不同支付方式支付相同金額商品時，消費者在心理和行為上都會有顯著差異。研究顯示，支付方式的透明程度和購物情緒，對衝動性消費行為有顯著影響；在BNPL研究中也表明，Z世代的消費模式和衝動性購買有某種程度正相關，故本研究選擇最近被廣泛討論的先買後付支付方式，與衝動性消費模式做研究，從研究結果中可以發現先買後付的支付方式確實會影響使用者產生衝動性消費之行為存在。
本研究利用問卷發放的方式，取得研究資料，在進一步透過IBM SPSS 和 SmartPLS統計工具，進行敘述性分析、單因子變異數分析和二階迴歸分析，探討BNPL支付方式下，對衝動性消費的影響效果。

With the changes in this era, paperless payment methods have become increasingly inseparable from popular consumer patterns and relationships. E-commerce, technology, and financial companies have also launched a new type of payment method, the Buy Now Pay Later (BNPL) model. Unlike traditional payment methods in the past, under the BNPL model, consumers can first obtain the goods and then choose to pay in whole or in installments later.
Based on previous literature on payment methods, it has been found that consumers exhibit significant differences in psychological and behavioral responses when using different payment methods to pay for the same amount of goods. The transparency of the payment method and the payment satisfaction impact impulse buying behavior. Generation Z's consumption patterns and impulsive purchasing behavior are somewhat positively correlated. Therefore, this study chose to investigate the recently widely discussed BNPL payment method in conjunction with whimsical consumption patterns to explore whether the BNPL payment method leads to impulsive purchasing behavior among consumers.
This study plans to obtain relevant data through a questionnaire and conduct descriptive analysis, two-factor and one-factor analysis of variance, and second-order regression analysis using IBM SPSS and SmartPLS statistical tools to analyze the effects of the BNPL method on Impulse Buying behavior.

摘要 i
Abstract ii
目錄 iii
表次 vi
圖次 vii
第一章 緒論 1
第一節 研究背景與動機 1
第二節 研究目的與問題 3
第三節 研究流程 4
第二章 文獻探討 6
第一節 BNPL支付 6
第二節 刺激-有機體-反應理論 7
第三節 網路外部性 9
第四節 支付不透明性 10
第五節 信任 11
第六節 情緒 12
一、 愉悅和喚起和支配 13
第七節 衝動性消費 13
第三章 研究方法與假說 15
第一節 研究模型 15
第二節 研究假說 16
第三節 操作型定義 22
第四節 研究設計 23
一、 研究對象 23
二、 問卷設計 23
第四章 資料分析 29
第一節 樣本基本資料分析 29
第二節 衡量模型 33
一、 信度分析(Reliability) 34
二、 收斂效度分析 (Convergent Validity) 36
三、 區別效度分析(Discriminant Validity) 38
四、 共線性分析(Multicollinearity) 40
五、 共同方法偏誤(Common Method Bias) 41
第三節 模型及假說驗證 44
第五章 結論與建議 48
第一節 研究結果與建議 48
一、 網路外部性與信任之關係 48
二、 信任對於衝動性消費行為之關聯性 49
三、 附加好處與情緒之關係 49
四、 附加成本與情緒之關係 49
五、 支付不透明度與情緒之關係 50
六、 情緒對於衝動性消費行為之關聯性 50
第二節 理論及實務意涵 51
一、 理論面 51
二、 實務面 52
第三節 研究限制與未來研究方向 54
一、 研究限制 54
二、 未來研究方向 54
參考文獻 56
第一節 英文文獻 56
第二節 中文文獻 60
附錄 – 本研究正式問卷 62

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